YouTube will provide a second round of funding to just 30% to 40% of its original channel partners in the US, according to reports.
The online video giant will start its second funding round in the next few weeks and will make similar investments to when it rolled out its initial hundred premium US channels last year – in the range of US$1m to US$5m in upfront payments against future ad revenue – according to Ad Age.
“We looked at viewership they’ve been able to achieve, the cost of the content, and from that we are able to determine the channels that are delivering the best return on our investment,” said YouTube’s global head of content strategy Jamie Byrne.
YouTube rolled out its original channel scheme in the US last year, and last month announced another 60 channels – 46 of which will come from Europe, as it extended the scheme internationally for the first time.
The plans were unveiled at Mipcom, where YouTube’s global head of content, Robert Kyncl also claimed that YouTube’s skippable ad format is now making its parent firm Google as much revenue per hour as ads on cable TV.
The YouTube developments come as Google announced that from tomorrow, music and movies from its Google Play media store will be available on Google TV devices in the UK, Germany and France. This access was given to US customers of its internet TV service in October.